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    Marketing Session 1

    Uploaded by

    Mansi Pakhiddey
    This document provides an introduction to marketing concepts including STP (Segmentation, Targeting, and Positioning). [1] Segmentation involves identifying portions of the market that have different needs so a firm can better satisfy customers. Examples given are Dabur Chyawanprash targeting kids aged 6-16 needing a nutritious food, and Krack targeting women aged 20-49 seeking to treat foot cracks. [2] Targeting discusses how firms can focus on a single segment, all segments, or select specializations. Positioning means designing a company's offering and image to occupy a distinctive place in consumers' minds based on perceived benefits.

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    Download as PPTX, PDF, TXT or read online from Scribd

    Marketing Session 1

    Uploaded by

    Mansi Pakhiddey
    130 views16 pages
    This document provides an introduction to marketing concepts including STP (Segmentation, Targeting, and Positioning). [1] Segmentation involves identifying portions of the market that have different needs so a firm can better satisfy customers. Examples given are Dabur Chyawanprash targeting kids aged 6-16 needing a nutritious food, and Krack targeting women aged 20-49 seeking to treat foot cracks. [2] Targeting discusses how firms can focus on a single segment, all segments, or select specializations. Positioning means designing a company's offering and image to occupy a distinctive place in consumers' minds based on perceived benefits.

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    STP

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    This document provides an introduction to marketing concepts including STP (Segmentation, Targeting, and Positioning). [1] Segmentation involves identifying portions of the market that have different needs so a firm can better satisfy customers. Examples given are Dabur Chyawanprash targeting kids aged 6-16 needing a nutritious food, and Krack targeting women aged 20-49 seeking to treat foot cracks. [2] Targeting discusses how firms can focus on a single segment, all segments, or select specializations. Positioning means designing a company's offering and image to occupy a distinctive place in consumers' minds based on perceived benefits.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    130 views16 pages

    Marketing Session 1

    Uploaded by

    Mansi Pakhiddey
    This document provides an introduction to marketing concepts including STP (Segmentation, Targeting, and Positioning). [1] Segmentation involves identifying portions of the market that have different needs so a firm can better satisfy customers. Examples given are Dabur Chyawanprash targeting kids aged 6-16 needing a nutritious food, and Krack targeting women aged 20-49 seeking to treat foot cracks. [2] Targeting discusses how firms can focus on a single segment, all segments, or select specializations. Positioning means designing a company's offering and image to occupy a distinctive place in consumers' minds based on perceived benefits.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 16

    Marketing Session 1

    Introduction to marketing

    STP Segmentation, TARGETING AND POSITIONing

    Introduction to Marketing
    Introduction Addressing needs profitably Industry Point of View - Marketing is an intermediary function between product development and sales Marketing Careers Advertising Sales and Distribution Supply Chain Market Research Marketing Strategy Public Relations Activation

    Brand Management

    To Prepare You For The D-day

    STP Segmentation
    Segmentation is the identification of portions of the market that are different from one another Segmentation allows the firm to better satisfy the needs of its potential customers As a marketer, we need to identify the various segments and address their needs

    Basis for Segmentation

    Two Examples

    Let us take two examples a)Dabur Chyawanprash b)Krack c) Identify the segment they are catering to and need(s) that they are addressing.

    Two Examples

    Let us take two examples a)Dabur Chyawanprash b)Krack c) Identify the segment they are catering to and need(s) that they are addressing.

    Dabur Chyawanprash Need Tweens are generally hyperactive and less inclined to taking foods. Segment Kids in the age-group of 6-16 Krack Need Treating cracks in the feet that develop due to inadequate protection and care Segment Females in the agegroup of 20-49, seeking a specific benefit

    Steps Involved & Criterion for Segmentation


    Criteria for Effective Segmentation

    STP Selection of Target Market by Firms

    M1 P1 P2 P3

    M2

    M3

    Single Segment Concentration Eg. M&M tractors targeted at agricultural markets Full Market Coverage Eg. Coca Cola targets entire non-alcoholic beverage market

    Market Specialization Eg. Lab Equipments Selective Specialization Eg. Crest Whitestrips

    Product Specialization Eg. microscope manufacturer

    Positioning

    Before I Start..

    Why did you Choose a Dell Inspiron over a Thinkpad?

    Why does your Mother go for a Colgate over Close Up?

    Positioning :
    Kotler : The act of designing the companys offering and image to occupy a distinctive place in the minds of target market. Differentiate how your prospective customer perceives your product/brand

    Distinctive Place

    Mind of the Consumer

    Perception / Perceived Benefits

    Mind of the Consumer

    Over communicated

    Over Burdened

    His/ Her Defence?

    Over Simplification

    Every Brand looks for a Shortcut to enter the mind which is Positioning

    Shortcuts
    Maruti Cars : Fuel Efficiency
    Why doesnt a Maruti talk about luxurious comfort or a Merc talk about efficiency?

    Dettol

    What did its competitor do?

    Axe

    Any other shortcuts at al in this segment?

    How does a Brand Choose a Positioning Strategy?


    Competitive Advantage Consumer Insights

    Airline Example : 3 things that Economy Fliers want the most? 1.On time Service 2.Good food and Comfort on Board 3.Affordability

    Positioning

    Spicejet : Affordability & Hot food Indigo : Affordability & On time Flights Kingfisher Red : Affordability & Comfort

    Helps the Brand Form a Distinctive Place in the minds of the consumer

    Perception / Perceived Benefits

    The most Important Factor for a Marketeer. This is all you will be playing with. This is all you will be trying to build for your product

    Do you think one Toilet Cleaner is radically Different from another? Do you think Cameras other than a Canon do not have a Night Mode?

    Making the product reach us and stick to us by playing on our

    Perceived Benefits

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